STRATEGIC THINKING AND BRANDS MOVE TO THE DIGITAL TRANSFORMATION
Keywords:Digital Transformation, Digital, organizations, Digital impact, Strategic thinking, Brands
For many, Digital Transformation can be considered the rethinking and exploration of technology, combined with business models, and processes that enable to add value for customers and employees and more effectively compete in an ever-changing digital economy.This paper discusses Digital Transformation and its exploration to provide a strategic orientation to organizations and their brands. Along the key factor for digital conversion, it's presented a SWOT analysis approach and a strategic thinking orientation to explore Digital Transformation in order to get stronger brands.The paper presents also some evidence from real world cases where such approach has been already used of considering a strategic approach to enable the Digital Transformation of brands.
Accenture (2015). Teknoloji Vizyonu Raporu. Accenture Turkiye Dijitallesme endeksi, Available at <https://www.accenture.com/t20170202T045842__w__/tr-en/_acnmedia/PDF-42/Accenture-HBR-Rapor-Vodafone.pdf>, accessed 8 July 2017.
Baker, M. (2014). Digital Transformation. CreateSpace Independent Publishing Platform.
Berman, S. (2012) Digital transformation: opportunities to create new business models. Strategy & Leadership, Vol. 40 Issue: 2, pp.16-24.
Boomerang (w/d). Dijital Dönüşüm (Digital Transformation) Nedir? Available at <http://boomerangistanbul.com/dijital-donusum/>, accessed in 8 July 2017.
Burnett, J. (2008). Core Concepts of Marketing. Global Text. Jacobs Foundation, Zurich: Switzerland. Available at <https://www.saylor.org/site/wp-content/uploads/2012/11/Core-Concepts-of-Marketing.pdf>, accessed in 8 July 2017.
Ciynekli, C. (2017). Dijital Dönüşüm Nedir? Nasıl Yapılır? İlham Verici Örnekleri?. Available at <http://yonetimveperformans.com/yp/dijital-donusum-nedir-nasil-yapilir-ilham-verici-ornekleri-bolum-33/>, accessed 8 July 2017.
Cohen, H. (2011). 30 Branding Definitions. Heidi Cohen. Actionable marketing guide. August, 8. Available at < https://heidicohen.com/30-branding-definitions/>, accessed 5 March 2018.
Cristini, H; Kauppinen-Raisanen, H.; Barthod-Prothade, M. & Woodside, A. (2017). Toward a general theory of luxury: Advancing from workbench definitions and theoretical transformation, Journal of Business Research. V.70, January 2017. Pp 101-107. Elsevier.
Deloitte, S. (2016). Türkiye’deki Dijital Değişime CEO Bakışı. Deloitte.
Dodson, I. (2016). The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. Wiley.
Fine, L. (2009). The SWOT Analysis, Kick It, LLC. Available at < http://lawrencefine.com/downloads/SWOT%20-%20PDF.pdf>, accessed in 8 July 2017.
Fujitsu (2016). Walking the digital tightrope. A Fujitsu report. December. Available at < https://www.fujitsu.com/us/Images/US-fujitsu-digital-tightrope-report-em-en.pdf>, accessed in 8 July 2017.
Gouveia, L. (2012). O Conceito de Rede face ao Digital e aos Media Sociais. Multimed Revista do Reseau Mediterraneen de Centres D'Etudes et de Formation. Nº 1. Edições Universidade Fernando Pessoa, pp 85-103. ISSN: 2182-6552.
Gouveia, L. (2015). O que é a ciência de dados (data science). Discussão do conceito. *TRS – Grupo Tecnologia, Redes e Sociedade. Universidade Fernando Pessoa.
Healy, P.; Mukunda, G. & Cekin, E. (2015). A Challenger's Strategy: Pinar Abay at ING Bank Turkey. Harvard Business Review.
i-Scoop (w/d). Digital transformation: online guide to digital business transformation. Available at <https://www.i-scoop.eu/digital-transformation/>, accessed in 8 July 2017.
Lankshear, C. & Knobel, M. (eds) (2008). Digital Literacies: Concepts, Policies and Practices. New Literacies and Digital Epistemologies (Book 30). Peter Lang Inc., International Academic Publishers.
MCClusky, M. (2009). The Nike Experiment: How The Shoe Giant Inleashed The Power of Personal Metrics. Wired. Available at <<https://www.wired.com/2009/06/lbnp-nike/>, accessed 8 July 2017.
Nyangwe S. & Buhalis D. (2018) Branding Transformation Through Social Media and Co-creation: Lessons from Marriott International. In: Stangl B. & Pesonen J. (eds) Information and Communication Technologies in Tourism 2018. Springer, Cham. Pp 257-269.
Rogers, D. (2016). The Digital Transformation Playbook: Rethink Your Business for the Digital Age. Columbia University Press.
Schonberger, V. & Cukier, K. (2013). Big Data: A Revolution That Will Transform How We Live, Work, and Think. Eamon Dolan/Houghton Mifflin Harcourt.
Simões, L. & Gouveia, L. (2011). Social Technology Appropriation in Higher Education. Journal of Social Informatics / Revista de Informatica Sociala, VIII(16), pp21-34. ISSN: 1584-384X
Simões, L. & Gouveia, L. (2008). Targeting the Millennial Generation. III Jornadas de Publicidade e Comunicação. A Publicidade para o consumidor do Séc. XXI. UFP. Porto. 10 de Abril.
Tapscott, D. & Williams, A. (2010). Wikinomics: How Mass Collaboration Changes Everything. Portfolio.
Wang, R. (2015). Disrupting Digital Business: Create an Authentic Experience in the Peer-to-Peer Economy. Harvard Business Review Press.
WEF (2016). The Global Information Technology Report 2016. World Economic Forum. July. Available at <https://www.weforum.org/reports/the-global-information-technology-report-2016>, accessed in 8 July 2017.
Welch, C. (2016). Nike redesigned its popular running app, and users are very angry. The Verge. Available at <https://www.theverge.com/2016/8/27/12670716/nike-running-app-bad-redesign>, accessed 8 July 2017.
How to Cite
Copyright of Published Articles
Author(s) retain the article copyright and publishing rights without any restrictions.
All published work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.